Peugeot’s latest model – the 208

AutoTrader NZ
Published 3 September 2020

Peugeot chose Rio de Janeiro as the backdrop for an exceptional event, calling on an original combination of technologies, simultaneously deployed for the first time, so as to generate a pre-launch global buzz around its new emblematic model, the Peugeot 208.

The highly spectacular show was held at Cinelandia Square in Rio de Janeiro, the iconic cultural and social site of the Carioca city, on the evening of 8 December in front of thousands of spectators.

The choice of Brazil symbolises the internationalisation of the Peugeot brand and also ties in with the 208’s ‘Let Your Body Drive’ signature.

An initial teaser film was shown on the web on 9 December. The entire video of the event allowing the sensorial experience to be enjoyed ‘live’ is now being shown on the web and via the YouTube and Facebook social networks as part of a bid to go viral internationally. View footage from the show below:

Symbolising the modernity of the Brand and the product, this show combines use of cutting edge technologies (3D projection mapping and Kinect) to which a 4th dimension has been added in the form of direct interaction with the public.

In the course of this show, spectators were given a chance to bring the ‘Let Your Body Drive’ signature to life by collectively interacting with the rhythms and pulsations of the event.

Peugeot has high hopes for the 208, heir of the successful 200 series produced in its millions, and this new model will have an international vocation with staggered launches between March 2012 and March 2013.